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Full Length Research Paper
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The effects
of service quality, tourism impact, and tourist satisfaction
on tourist choice of leisure farming types
Chin-Hung Liu* and Li-Chen Yen
Department of Business Administration, National Chin-Yi
University of Technology
35, Lane 215, Sec. 1, Chung-Shan RD. Taiping City, Taichung County,
411, Taiwan, R.O.C.
*Corresponding author. E-mail:
chungl@ncut.edu.tw. Tel: +886-4-2392-4505 ext.
7782 or 7715. Fax: +886-4-2392-9584.
Accepted 12 March, 2010 |
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Abstract |
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In the highly-competitive leisure service industry, improving
service quality to gain competitive advantages is the only key
to sustainable management of leisure agriculture. However,
developing leisure farming may cause positive and negative
impact on local economy, social culture, and environment.
Therefore, how to identify the factors affecting tourist choice
of leisure farming types is an important issue which is worth
studying. Leisure farming tourists living in Taiwan were
selected as research subjects. The sampling survey is executed
by questionnaires. The collected data are also analyzed by using
statistical methods. The research results show: (1) there are
positive relationships among service quality, positive tourism
impact, and total tourist satisfaction; (2) some demographic
variables may lead to significant difference in perception of
service quality, tourism impact, and total tourist satisfaction;
(3) tangibles and assurance of service quality, positive economy
and positive social culture of tourism impact significantly
influence tourist choice of leisure farming types; (4) there are
significantly positive and direct effects between service
quality and positive tourism impact, and positive tourism impact
and total tourist satisfaction, but significantly negative and
direct effects between service quality and negative tourism
impact, and negative tourism impact and total tourist
satisfaction through Amos analysis.
Key words: Leisure farming, service quality,
positive/negative tourism impact, total tourist satisfaction. |
